Hello, this is <Realworld EXP.>. We believe our subscribers have become familiar with the word 'immersive' through Realworld. Immersive is becoming a new trend in entertainment, with 'immersive theater' where the stage and audience disappear, and 'immersive art' where visitors feel like they've entered the artwork itself.
Now, 'immersive dining' is emerging in restaurants as well. Realworld members who recently attended the KTSC Demo Day in Singapore experienced immersive dining firsthand to explore the latest local trends.
Immersive Dining 'Absurdities'
Founded in 2014 by husband-and-wife entrepreneurs Emily Png and Stuart Wee, ANDSOFORTH provides experiences that combine dining and entertainment. According to their website, they are the world's largest immersive dining company, having delivered over 60 unique dining experiences to more than 100,000 customers.
Today's focus, 'Absurdities,' reportedly began in 2021 from the desire to dine in different spaces as people emerged from the COVID-19 pandemic. Perhaps for this reason, 'Absurdities' offers the unique experience of moving through six different spaces while dining. Their website describes this as 'multiverse dining.'
'Absurdities' offers a 6-course omakase menu over 2 hours. At S$2240 per person (approximately 240,000 KRW), it's quite a substantial investment. What kind of spaces await customers?
'Absurdities' Space and Dining Experience Introduction
Before the main meal begins, guests wait in what appears to be a regular restaurant called 'Asylum Coffeehouse' while enjoying appetizers. After finishing, you must find the door that leads to another location. Which door is the correct one?
Opening the door reveals a corridor filled with mirrors and LED lighting. This could be called the 'wow moment' of the experience, giving you the feeling of entering another dimension. The unique atmosphere keeps customers with their cameras out constantly.
Past the corridor, the second space 'The Tree of Old' appears. The concept is dining under a massive, ancient tree, creating a sufficiently primitive and majestic atmosphere.
In the third space, 'A Moroccan Tent,' fish dishes are served. When they mentioned it was a special occasion, the staff placed small candles in the food and sang a song. The way to move to the next space, 'The 50s American Kitchen,' is also interesting. The tent's ceiling connects to the kitchen's upper cabinets, which explains why the website mentions wearing comfortable clothes and shoes.
Here, cereal-shaped food was served, with soup from a milk bottle poured over chicken dishes shaped like cereal. The food pairs well with each space's theme.
After finishing the meal, you can move to the next space through a hidden door under the table. Beyond this lies 'The Wizard Room,' which feels like stepping into a Harry Potter movie. When you recite spells while mixing the food, it magically changes color due to purple purée underneath.
The final space, 'Absurdities Airlines,' provides an experience like being on a private jet. Screens on the windows show takeoff and landing footage, making it feel more realistic. The telephone-shaped pudding shows their commitment to uniqueness and fun until the very end.
Once the meal is finished, staff dressed as flight attendants open the door with an announcement that the plane has arrived at the destination. However, the exit leads directly to the street outside the building, which might leave you feeling a bit bewildered. It might have been better if it connected to the building lobby.
The Global Trend: 'Immersive'
We asked the two members who visited this immersive dining experience 'Absurdities' for their impressions. They gave passing marks for the basic 'dining' aspect, praising the excellent food taste and service. The various concepts created anticipation for the next space, and they enjoyed the fun of moving to unexpected locations. However, due to the high price point, they recommended it as an experience suited for special occasions.
Realworld members were able to experience another immersive exhibition during their brief business trip to Singapore. The experience industry is becoming a global trend like this. While this movement may still seem unfamiliar, it will soon be easily found around us. We hope you'll witness the global trends in the experience industry together with Realworld, and we'll return with even more insightful topics.